The global skills and competency framework for the digital world

Customer engagement and loyalty CELO

(new)

Developing and executing strategies to attract, engage, and retain customers through targeted communications, experiences, and loyalty initiatives.

SFIA 9 is in development

  • SFIA 9 beta due in early July 2024
  • SFIA 9 planned for publication October 2024

This is a prototype for SFIA 9. It is subject to change before publication.

Disclaimer - prototypes/new skills may be substantially modified prior to launch or may never be released.

Guidance notes

(new)

Activities may include, but are not limited to:

  • developing customer engagement and loyalty strategies
  • creating and managing customer loyalty programs and initiatives
  • analysing customer data to inform personalised communications and experiences
  • measuring and reporting on customer engagement and loyalty metrics
  • collaborating with cross-functional teams to improve customer retention and satisfaction

Understanding the responsibility levels of this skill

Where lower levels are not defined...

  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.

Where higher levels are not defined...

  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and reponsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others with tasks (generic examples are provided by the essence statements for each level)

Where higher levels are not defined...

  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Levels

Defined at these levels: 3 4 5

Show/hide extra descriptions and levels.

Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Customer engagement and loyalty: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

(new)

Assists in the implementation of customer engagement and loyalty initiatives.

Collects and analyses customer data to support personalised communications.

Monitors and reports on customer engagement metrics.

Customer engagement and loyalty: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and supervises others, works autonomously under general direction, and contributes expertise to deliver team objectives.

(new)

Develops and executes customer engagement and loyalty strategies.

Creates and manages loyalty programs and initiatives. Analyses customer data to inform targeted communications and experiences.

Measures and reports on the effectiveness of engagement and loyalty efforts.

Customer engagement and loyalty: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for achieving workgroup objectives and managing work from analysis to execution and evaluation

(new)

Leads the development and implementation of comprehensive customer engagement and loyalty strategies.

Oversees the creation and management of loyalty programs and initiatives.

Leverages advanced analytics to optimise personalised customer experiences. Provides strategic recommendations based on customer engagement and loyalty insights.

Collaborates with cross-functional teams to improve customer retention and satisfaction.

Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, fosters organizational collaboration, and accepts accountability in key areas.

Level 7

Level 7 - Set strategy, inspire, mobilise: Essence of the level: Operates at the highest organisational level, determines overall organisational vision and strategy, and assumes accountability for overall success

Keywords
New skill